In today’s digital age, content is king. It’s also the lynchpin of any successful marketing communications strategy. The messaging companies create and share can differentiate them, generate customer loyalty, and spark media interest.
Done well, strategic content management can yield these top six brand-building benefits:
- Increased Awareness
The more you say, theoretically, the more you’re noticed. But, it matters what you say. Creating high-quality, relevant, content that’s not overly promotional will resonate with target audiences and illustrate your company’s expertise. That will lead to increased visibility as a trustworthy, reputable brand.
- Thought Leadership
Establishing your company or its executives as thought leaders requires sharing innovative ideas, insights, and perspectives on industry-related topics – which is precisely what makes any content compelling. Blog posts, articles published on LinkedIn, white papers, webinars, and other content can showcase the type of knowledge and expertise that potential customers, partners, investors, and even reporters are seeking. When brands and their leadership teams are known as experts in their fields, increased business opportunities follow.
- Added Value
Adding value for customers is another critical aspect of effective content management. Publishing educational and informative content that addresses customers’ pain points and challenges helps brands establish themselves as valuable partners, making clients more likely to engage with them. The content should relate to the products or services you provide, but go beyond those to include tips and insights that make your customers’ lives easier and their businesses run more smoothly. Sharing value-added content helps create more successful, loyal customers who trust your brand.
- Media Coverage
All of the content described above also can help attract the media’s attention. And, if reporters don’t come knocking, it still can be leveraged to secure story placements. Internal communicators and PR specialists should review every piece of content created for any newsworthy fodder for a proactive pitch that could result in coveted media coverage.
- Social Engagement
Any content can and should be repurposed for social channels like Facebook, LinkedIn, Twitter, and Instagram. Taking excerpts from longer-form content is a fast and easy way to create interesting social posts, which also can point to full-length content and increase its reach. A steady cadence of new content improves brand SEO, reach, and engagement on social media platforms. Managing content to include social media applications helps brands both attract new audiences and fortify relationships with existing followers.
- More Effective PR
Content management helps brands develop a consistent voice and messaging strategy that satisfies target audience needs for helpful information and aligns with overall business objectives. Strategically sharing, posting and distributing content that resonates strengthens relationships with key stakeholders and enhances your reputation, all of which are always goals of successful PR programs.
GYC Vegas, an award-winning Las Vegas PR agency, are content management experts. Well-written and thoughtfully conceived content is the key to everything we do. It helps us position our clients favorably with target audiences and take their brands to the next level. Coordinating content creation and ensuring each piece fits into the bigger strategic picture is critical to the success of any integrated communications effort. We make content management turnkey and ensure you get the most out of it, whether you’re a larger or smaller national, regional, local or nonprofit organization. Learn how we can help you leverage content management to your greatest advantage during a free consultation.